Author bio – Lilach Bullock
Highly regarded on the world speaker circuit, Lilach has graced Forbes and Number 10 Downing Street. She’s a hugely connected and highly influential entrepreneur. She is listed in Forbes as one of the top 20 women social media power influencers, named one of 10 top digital marketers by Brand24 and was crowned the Social Influencer of Europe by Oracle. She is listed as the number one Influencer in the UK by Career Experts and is a recipient for a Global Women Champions Award for her outstanding contribution and leadership in business
Content marketing has undoubtedly become one of the absolute best forms of branding and growing a business. But content marketing can mean a lot of things: business blogging, social media, email marketing and so many different forms of content, from a simple written blog post to social media images and to videos.
And the biggest form of content marketing at the moment is…drumroll, please: video marketing!
A good video marketing strategy will help you grow your business and generate better results overall from your marketing, whether we’re talking social media, your blog or website or any other platform you might be using to promote your (new) business.
In this blog post, I’m going to share what you need to know in order to leverage video marketing to grow your business.
Why you need to incorporate video in your marketing strategy
Before I get into how to leverage video marketing and how to develop a strategy – as well as how to create engaging videos for your business – I first want to talk about why it’s so important to start leveraging video marketing, whether you’ve just bought a new business or thinking of selling your existing business later on.
But the fact is, there are a lot of reasons and statistics why video marketing is so important right now – it would take a while to go through them all.
Like how by the end of this year, video is expected to account for about 80% of all consumer Internet traffic.
Or how there are over 500 million people watching videos via Facebook every day.
Not to mention, social media videos generate 12 times the shares of text and image updates combined.
There are numerous statistics, all suggesting the same thing: people love watching videos online.
And if your business isn’t putting out the content that audience want to see – i.e. videos – you’re likely to struggle getting the results you need from your digital marketing strategies.
Even if you’re already thinking of the time when you’re going to be exiting the business, it’s important to maintain business health through great content, particularly video.
Not to mention, as video tends to generate much higher engagement than other forms of content, that means it will help you drive steady streams of traffic to your website, as well as higher conversion rates – and any prospective buyers interested in your business will definitely want to look at your traffic analysis when they’re carrying out their due diligence.
So whether you want to brand or grow a business you just bought or boost up the numbers for a business you’re planning to sell, start leveraging video marketing now.
Establish your video marketing goals
Depending on whether you’re planning to sell or you just bought your business, your video marketing will likely differ.
That said, there are several big marketing goals you can reach with the help of video:
- Build your brand and improve brand awareness
- Build trust in your brand and showcase your value to consumers
- Generate more social media engagement
- Increase your website traffic
- Generate more leads and conversions
- Generate more sales
At this stage, consider your overall business/marketing objectives to help you choose the right video marketing goals; for example, if you’ve just bought a business and you need to start branding it, then leverage video to help you build up brand awareness and help establish your branding.
Or, if you want to sell your business, then it might be worth focusing your attention on boosting social media engagement and particularly, your traffic.
Whatever your end goals are, videos can help you achieve them more efficiently – if you know how to leverage them.
Where will you be publishing your videos?
Now you know what you want to achieve, so the next question is, what platforms will you be using to share your video content?
Make a list of where you are planning to use video marketing to boost your results:
- On social media, to generate more traffic and engagement
- On your blog and your website, to generate more traffic and leads/conversions
- On your landing pages, to boost your conversion rate
- In your email marketing campaigns, to generate higher open rates and more click-throughs
- On YouTube, to reach a wider audience and boost views
When picking your channels, remember to consider your marketing objectives, as well as your resources; thankfully, you can easily optimize videos for multiple channels leveraging video creation and editing tools – but I’ll get to that in a bit.
Coming up with your video marketing calendar: video ideas for business
You know your objectives and you know where you’re planning to post your videos. But what kinds of videos can you actually create?
Here are some great ideas that you can use to create varied videos, depending on what your marketing objectives are:
- Brand videos: if you want to boost brand awareness and/or build up your brand, you can leverage videos to put your brand in the spotlight. For example, you can create behind the scenes videos that show off your team in action, or behind the scenes images from your events
- Product videos: another route you can take is to promote your products through videos and use these videos on your website, as well as social media and other marketing channels to help boost your sales. For example, showcase specific features of your product, the value it can bring to your target audience, or, like GoPro, show your products in action:
- Tutorial videos: another way to highlight your products and boost sales is to create tutorial videos showcasing how people can use your products or how they can use specific features
- Educational/how-to videos: people love content that provides them with some sort of value. So, just like you would create a How to Guide for your business blog, you can come up with similar ideas for videos that show viewers how to do something – ideally, something your business or your product can also help with. For example, here’s this video from Gillette which offers tips on how to shave sensitive skin – not only something that is highly relevant to their target audience, but also something that their products can help with:
- Listicle videos: listicles are popular in all formats, including video. Make sure they offer some kind of value to your audience, just like with How-to videos earlier and that they are highly relevant to your industry
- Live streaming videos: live streaming videos are very popular right now; ideally, if you plan to leverage live streaming, create a regular schedule so that your audience knows when to log in to see your stream
- User-generated-content videos: one of the best ways to engage your audience and build trust at the same time is to leverage user generated content (as made popular particularly by Instagram!). For example, like Rockstar Games highlight user generated videos on their YouTube channel:
- Testimonials: another great way to build trust in your brand with video is to create some testimonial videos and/or case studies with current and past customers
Most of the videos in this list can be leveraged on pretty much any channel, with some small differences; your videos will of course need to be optimized for each channel, and it’s important to remember that on some platforms, it’s best to keep things short and sweet – particularly social media and via email marketing.
Creating your videos: useful tips and tools
There are 2 main options for creating your videos:
- Either film your own videos and edit them
- Or use a content creation tool to create a video from scratch, using stock footage
Or, of course, a combination of both.
How to create videos without having to pick up a camera
This is one of the things that scare off businesses from getting started with video marketing: hiring someone to create videos for your brand constantly can get expensive, but at the same time, you might not have the knowledge or resources in-house to consistently film marketing videos.
So what can you do?
There are actually numerous tools available that allow you to create and edit videos very easily, even if you don’t actually have any videos of your own or any editing experience. These types of tools have video templates that you can use, as well as large and varied libraries of stock video clips.
For example, you can use a tool like Wave.video – a video creation and video editing tool that was created specifically for marketers and businesses; it has over 200 million stock video clips and images (although you can upload your own video clips too), as well as numerous templates for all kids of industries and occasions. Plus, it’s also worth mentioning that you can instantly resize your videos to over 30 different popular formats; meaning, you can easily publish your video across channels.
As for the actual editing, it’s all very straightforward, especially if you’ve already selected a template:
You can change video clips and images, add new ones from their (or your) library, add text overlay in your brand fonts, create different effects and watermark your videos. Plus, you can add music from their library or record yourself as a voiceover for the video.
Another similar tool is Biteable, a video maker created for marketers and businesses; as before, you have access to over 85,000 Shutterstock video clips and images and a great selection of templates to help get you started:
As for the video builder, it’s super easy to use; add text overlay to each scene, change the video clips and imagery you use in your scenes, change the colours in your video to suit your branding and add music to your video from their library or upload your own.
Useful tips for creating videos you’re filming yourself
If you want to film some – or even all – of your videos yourself, in house, you’ll most likely need to invest in a few things: microphones for making sure the sound is very clear, a camera (unless you’re doing videos exclusively for social media where you can pull off videos that were shot on your phone, you need to invest in a better camera), a tripod for making sure your shot is stable and not wobbly (both for smartphone and a “regular” camera) and, of course, great lighting.
Another important tool you’ll need is video editing software to help put together your clips into the video you wanted; you can use tools like the previously mentioned Wave.video as well, or you can get an editing tool like Filmora, which you can use to edit your videos from top to bottom: add titles an text overlays to your scenes, improve your video’s sound, layer different video clips and improve the actual aspect/aesthetic of your video.
You’ll need to spend some time getting the hang of it and watching some tutorials if you don’t have the experience and knowledge, but it can definitely turn your videos from great to amazing.
Video can make a great asset for your business, whatever your business goals are. If you’ve just bought a new business, video marketing will help you build the brand you want to build, as well as help you reach a wider audience and grow your traffic. If you want to sell your business, then it can help you boost your overall marketing results so that you can showcase the success of your business – and demonstrate why it’s a great option.
Follow the tips outlined in this article, and you’ll start churning out awesome videos in no time.